Sierra Leone’s leading seasoning brand, ONGA, marketed by Premium Divine Trading Company Limited, has commemorated World Food Day 2026 with a three-day consumer engagement roadshow dubbed the Onga Waka Fiesta, under the theme “Good Food Today, A Nourishing Life Tomorrow.” The initiative aimed to promote food safety awareness, encourage informed food choices and strengthen the company’s relationship with consumers across Waterloo, the Western Area Rural District and communities in eastern and western Freetown.
The roadshow, which ran from 15 to 17 July 2026, targeted Waterloo on 15 July, communities in the Western Area on 16 July and the eastern part of Freetown on 17 July. It featured product education, sampling and free giveaways of Onga products, providing consumers with opportunities to learn more about the brand and engage directly with company representatives.
World Food Day is observed annually on October 16 to raise awareness of hunger, food security and the importance of access to sufficient, safe and nutritious food.
Speaking during the campaign, Joseph Ashong, Cluster Head of Marketing at Promasidor, said the initiative was designed to bring the World Food Day message closer to consumers while encouraging households to make informed decisions about the food they prepare and consume.
Joseph Ashong explained that food safety and nutrition are important considerations in everyday life, adding that consumers needed adequate information about the products they used in preparing meals.
He said the Onga Waka Fiesta provided an opportunity to educate consumers about the company’s products, respond to questions and reinforce the importance of safe food consumption.
According to Joseph Ashong, Onga’s product range includes shrimp, beef and chicken seasonings, among other varieties. He encouraged consumers with questions about the products to contact the company through its customer service channels and social media platforms.
Addressing product safety concerns, Joseph Ashong said the company prioritized quality and safety, referring to local regulatory approval as part of its assurance regarding the products’ suitability for consumption.
Kenneth Konuah, Country Manager of Premium Divine Trading Company Limited, said the company was encouraged by feedback from women consumers who had expressed satisfaction with the quality and safety of Onga seasonings.
He urged consumers to continue enjoying good food while reaffirming Onga’s position in Sierra Leone’s seasoning market.
Kenneth Konuah stressed that consumer safety and product quality remain paramount, stating that the products were manufactured under established quality-control procedures and that the company is committed to applicable regulatory and food-quality requirements.
“We respect the right of consumers to ask questions and seek accurate information. At the same time, we encourage members of the public and social media users to rely on verified evidence and official sources before sharing claims that may cause unnecessary concern,” he said.
The roadshow also attracted market women, who welcomed the opportunity to learn more about food safety and the products they use in preparing meals for their families.
Mabinty Sesay, a market woman from Calaba Town and beneficiary of the initiative, expressed appreciation to Onga for bringing consumer education closer to communities.
She said the programme provided market women with an opportunity to learn more about food safety, proper food preparation and making informed food choices.
“As market women, we play an important role in providing food for our households and communities. The knowledge shared during this engagement will help us become more conscious of the food we prepare and serve to our families,” she said.
Mabinty Sesay encouraged the company to continue organizing similar community engagements so that more market women and other consumers could benefit.
Fatu Sesay, a market woman at Lumley Market, also welcomed the initiative, describing it as an opportunity to raise awareness about food safety and informed food choices.
“As a market woman at Lumley Market, I know how important food is in our daily lives. The information shared during this engagement will help us pay more attention to the quality and safety of the food products we buy and use when preparing meals,” she said.
She commended Onga for engaging directly with consumers and encouraged the company to sustain the initiative to reach more households.
Similarly, Isatu Kargbo, a market woman at Waterloo Market, said the campaign highlighted the importance of paying attention to the quality and safety of food products used in everyday cooking.
Isatu Kargbo said market women could benefit from information that helps them make informed decisions about the food they purchase and prepare for their families.
She expressed appreciation to Onga for bringing the consumer education campaign to Waterloo and called for similar engagements to reach more market women and communities.
Through the Onga Waka Fiesta, Onga sought to connect with consumers beyond conventional advertising by combining product education, sampling and direct community engagement.
The campaign underscored the importance of consumer awareness, food safety and informed household choices while providing the company with an opportunity to appreciate customers for their continued support.
As the roadshow concluded, the company reiterated its commitment to engaging consumers, providing product information and responding to questions about its seasoning products.
